, 1887-01-16

lOl II. ne people VINO tTltu IL l, II lltfil~
cine were satisfied with its results, and II
is now u business paying u handsom,
revenue.
LIKE TO BE H~UMBUGGED.
Now, II you happened to he IA chemist
of some reputc, and %truthfully told the
public that this medicine was only sarsn.
parilla, and they could get IA much for ten
emit rs there WIS In this dollar bottle
with the new tangled name, would they
be %thankfulr Not ut all. They would
shrug their shoulders and say Perhaps"
Because the public like to be humbugged.
That Is all that it is. No lawyer could
make out a charge OF swindling in IN
case mentioned He does not sell some
thing for sa~rsaparilla which is an inferior
drug. He simply takes ns his motto
'SarsAparilla by any other name would be
ns good, and pay better 1t Is the nama
he endeayors to manufacture, and often 1t
is II costly process. TIN public buys and
pays for the name, and there is nc false
pretense about II.
Words are words and things are
things The question Is the connection
between the word and what it expresses
This Is tho thought upon which Mr. sur
ccy has made an excellent book. 50 far
~ 1t applies To such goods rs depend upon
large advertising, it l. n thought that must
hnNe struck many people There nle
many compounds Ia n drug store that are
In no very strict accord with the labels
they bear
But the point il this, = snid II drug
gisi who has been on broadway for many
years. the people have to pay So much
for advertising. The consumers pay 1t
all Ia the end, Of course. For instance,
quite IA number OF these patented articles
are of simple ingredients, and very lew
NJ Them Thorn nrp "A lot of old-fnshinuei
remedies in general use since our great
grandmother time. The manufacturer
takes one Of these, whether II be rhu-
barb Or SIENNA on friar's bulsam, or what
not. md he decides on Il catching titlt
for it. This title he advertises every
where until people begin 10 try the goods.
ADVERTISING l. me rnNG
In many instances they grow t. have
faith la them A lady came in here to
day and purchased IA dollar remedy largely
advertised. My next customer might
hnNc been one who asked for the very
same drug by its common name, and he
would have been supplied with IT for ter
cent. No. We don't make any large
profits Oh this patent business, because
we have 10 keep such "a varied stock. and
II the puols have not n ready sale, we are
likcll 10 lose
Take 1t that the drug costs ten cents
only. Here Is "A dentifrice, for instance.
That is simply Croton water with II littlc
aleohui, "a dash Of color and "a little per
fumc very little else, But there the
pretty battle The engraved label. the man
n.r ia vh'tA 1t i. put mp This VIII Ia NJ
mp the cost to about thirteen cents You
mas put un all the why from ten to forty
cents q bottle for advertising, and then II
Is sold whglc,alc for nifty or sixty cents
II Is the advertising that costs the money
IN best remedy In the world would he oi
no use without It.
"lhe iAmc Is "a great thing No mat
ter IT II hears any reference to the article
or not. II 1t g. attractive and catchiu- ut
coura' Il man does occasionally pend
$4,000 or even 500 900 in advertising
and his article does moi take. but very
rarely with sufficient advertising you eau
sell anything Thu patent medicine bust
nc is j. business OF advertising more than
Of scientific discovery or manufacture.
la II the capitalist places all his funds aud
all his hopes. The number of fortunes II
iu1 IAulr. from Holloway up. ARE enough
10 IN a prescription book New York
star